Honourable Kevin J. MacAdam, Minister of Fisheries and Tourism, and Mr. Dale Larkin, Co-chair of the Tourism Marketing Authority of Prince Edward Island, today released the 1999 Marketing and Media Plan at the annual presentation held at the Confederation Centre of the Arts.
"A partnership between industry and Tourism PEI created a marketing team which has developed a strategy of aggressive promotion to all of PEI's key markets," noted Minister MacAdam. "After many months of research, planning and strategic analysis, the team has created an impressive new campaign for 1999."
A completely new print campaign delivers the message that Prince Edward Island offers rest and rejuvenation balanced with the option of diverse activity. New initiatives in outdoor, print, and radio advertising, Internet marketing, sales and trade and public relations will ensure that the province is clearly top of mind for consumers, travel industry professionals and the media.
The 1999 advertising plays on successful campaigns from the last couple of years with a proven track record. Designed by the Tourism Marketing Authority's advertising agency Young & Rubicam, it provides the tourism industry with yet another targeted attack which will generate increased visitation and tourism revenue to our province for the upcoming year.
In the Maritimes, a new series of billboards for fall, a joint media promotion, and a radio campaign will entice Maritimers to cross the Strait. "We have a strong market in the Maritimes with 92 percent repeat visitation, indicating that PEI is the primary pleasure travel destination in this area," said Mr. Larkin.
To address the flourishing Quebec market, the marketing group will present a completely new print campaign, french-language maps, lure piece and new website (www.ipevacances.com) that will captivate the interests of all Quebecers.
Ontario continues to be a strong component of PEI pleasure visitations, and this year 800,000 Island Value Vacation inserts in the Toronto Star will remind Ontario travellers of their favourite destination. In New England, the Atlantic Canada Tourism Partnership's new funding structure, with support from the Canadian Tourism Commission (CTC), allows for increased marketing activities in the Boston/New England area. Pay per inquiry service for television is tripled for 1999 and ads in the Boston Globe, National Geographic Traveler, and a CTC insert for the New York Times will inspire east coast Americans to start planning their trips immediately.
"Our Island's warm water beaches, first-class golf courses and delicious fresh seafood will draw people from all over the world. We are looking forward to yet another great tourism year in 1999," added Minister MacAdam.